Freak Show was created as a case study focusing on brand development and package design.

Freak Show is a very unique alcohol beverage company. This sangria set plays with the style of old circus freak shows and has a modern day twist with the black and white illustrations. The concept of “Beautiful Freaks” is shown throughout the design. The bright colours and striped patterning show the playful and positive side of the brand. And, the black and white illustrations contrast and highlight the unusual appearance of each character. Every one is drawn as a female in a confident position to emphasize beauty and no shame in how they look. The typefaces reminisce with the old and creepy circus freak show posters, conjuring feelings of fun and unease. Not only would this be a set to surely bring on a fun filled party but also a message of empowerment that Freaks are beautiful too.